Social Media 101: Joining the conversation
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Social Media 101: Joining the conversation

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Presented to PR Indies on May 5, 2009

Presented to PR Indies on May 5, 2009

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  • 1. Social Media 101:
    • Joining the Conversation
  • 2. Where do you start?
  • 3. First: Jump in personally
    • Familiarize yourself with the applications and their unique terminology
    • Practice and experiment before you put your corporate image and brand out there
  • 4. Second (or simultaneously): Listen
    • Monitor your company’s name, tagline and key industry phrases to determine goals
    • What is being said? How does this relate to your goals?
      • Questions? (Customer service)
      • Looking for discounts? (Sales)
      • Looking for more information? (Product specs, how-to resources)
    • Where is it being said?
      • Focus your efforts in the social media sites prevalent to your audience
  • 5. Listening tools with notifications Comprehensive option: news, blogs, video, groups Flickr, YouTube, Digg, del.icio.us, Twitter, blogs, news Blog comments Twitter
  • 6. Listening tools through manual search http://search.twitter.com Track names, key words, phrases in Twitter Track people on Twitter by name or category
  • 7. Third: Narrow down your choices
    • Be selective. Based on your research, narrow down your choices.
    • Choose one or two social media tools to launch in support of your brand.
    • You don’t have to be everywhere, but be present somewhere.
  • 8. Fourth: Engage Your Audience
    • Focus on the human touch
    • Let your company’s personality show through
    • People connect with people
  • 9. Forrester Research: Six Categories
    • Creators
    • Critics
    • Collectors
    • Joiners
    • Spectators
    • Inactives
    Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 10. Creators: 18% on online U.S. adults
    • Publish blogs
    • Upload videos
    • Upload music
    • Write and post online articles
    Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 11. Discussion: How do you engage Creators?
    • Facebook: Allow and encourage fans to upload their own photos and videos.
    • LinkedIn Group: Encourage members to start and lead discussion threads.
    • Twitter: If your customer mentions you, follow them. And when appropriate, retweet them. Biggest compliments you can pay.
    • Blogs: Comment on their blog entries when they mention you. Ask them to be a guest blogger for your blog.
    • YouTube: Consider a YouTube competition and ask for submissions.
  • 12. Critics: 25% on online U.S. adults
    • Post ratings/reviews of products/services
    • Comment on blogs and online forums
    • Contribute to wikis
    Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 13. Discussion: How do you engage Critics?
    • Facebook: Upload applications such as “Reviews” and “Poll.” Also encourage testimonials directly on the Wall. Wall postings now can be “liked” or “disliked” by fans.
    • LinkedIn Group: Start discussion threads and ask for opinions and feedback from members.
    • Twitter: Survey followers. Share results in a follow-up tweet.
    • Blogs: Encourage comments. Respond to and thank those that leave comments.
    • YouTube: Point your customers to your videos and ask them to “favorite” them.
  • 14. Collectors: 12% on online U.S. adults
    • Use RSS feeds to aggregate information important to them
    • Save URLs, add tags or vote for sites on Digg and Del.icio.us
    Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 15. Discussion: How do you engage Collectors?
    • Facebook: Post relevant content that is fun, entertaining or educational on your Wall, i.e., events, articles, photos, vidoes.
    • LinkedIn Group: Share professional or educational resources, i.e., links to industry trend articles, how-to information, unusual ways to use your product or services.
    • Twitter: Provide links to valuable resources. Point to resources on your Web site or other external sources that are relevant.
    • Blogs: Add a “share this” widget or button to each blog post for easy social bookmarking and tagging.
    • YouTube: Encourage sharing of your videos.
  • 16. Joiners: 25% on online U.S. adults
    • Maintain profile(s) on social networking site(s)
    • Visit social networking sites
    Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 17. Discussion: How do you engage Joiners?
    • Get the word out where you are in social media.
    • Facebook: Invite your customers to be fans. Let them know your page exists. Post link everywhere, i.e., Web site, business cards, e-mail signature, print literature.
    • LinkedIn Group: Ditto.
    • Twitter: Ditto.
    • Blogs: Ditto.
    • YouTube: Ditto.
  • 18. Spectators: 48% on online U.S. adults
    • Read blogs and online forums
    • Watch videos
    • Listen to podcasts
    • Read ratings/reviews
    Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 19. Discussion: How do you engage Spectators?
    • Like Joiners, let them know where you are in social media.
    • Like Collectors, share as much information for them to gawk at as you can.
    • Key is frequent, fresh content to keep them coming back for more.
    • Let your company’s personality come through.
    • Don’t let every message be about you or be a direct sell. Make it meaningful to them.
  • 20. Inactives: 44% on online U.S. adults
    • Keep in mind that some customers cannot be reached in social media — they are not there
    • Keep up traditional marketing efforts too
    Source: Forrestor’s North American Social Technographics Online Survey, Q2 2007.
  • 21.  
  • 22. Trends and Best Practices
    • Convergence of professional and social
    • Building a credible presence in social media
    • Acknowledging the conversation where it happens
    • Using the name and face of a real person
    • Authenticity/transparency
    • Regular and frequent updates
  • 23. Successes
    • Facebook
      • UW-Stout
    • Twitter:
      • @delloutlet
      • @wholefoods
      • @southwestair
    • Blog
      • Turkey Hill Dairy http://icecreamjournal.turkeyhill.com
    • YouTube/Video
      • BlendTec http://www.willitblend.com
  • 24. Pitfalls
    • Domino’s Pizza
    • FedEx
    • New hire
    • Tips:
      • Don’t be afraid of negative comments
      • Acknowledge problems where they happen
      • Nothing is private
      • Incorporate SM into your crisis communications plan
  • 25. Other social media sites and resources
    • Flickr
    • Digg
    • del.icio.us
    • Library Thing
    • Slideshare
    • Twitterfeed
    • Add This
    • Share This
    • Twit This
  • 26. Contact Laura Short University Relations Specialist [email_address] http://twitter.com/laurashort http://digg.com/users/shortdigs/history http://www.linkedin.com/in/laurashort